Crack the cricketing market… Jeni Allsopp Andrew Alty Hattie Camp Jonny Coxon Emma Haworth Rob Norris Arnes Pobric Luke Pr...
If only padding up… <ul><li>http://www.youtube.com/watch?v=DrjTNY3li0k </li></ul>…  was this easy!
Nike “…inspiration and innovation…” <ul><li>Your Mission Statement </li></ul><ul><li>Your Marketing Mix </li></ul><ul><li>...
Product idea <ul><li>Global sports company </li></ul><ul><li>Expand & Dominate </li></ul>Pro Kev Body Protector Incorporat...
Product Design   <ul><li>3 different pads </li></ul><ul><li>Protecting left arm and left rib cage of batsman </li></ul><ul...
Design specifications <ul><li>Nike Pro </li></ul><ul><ul><li>Dri-FIT </li></ul></ul><ul><ul><ul><li>74% polyester </li></u...
Kevlar <ul><li>Very strong synthetic fibre </li></ul><ul><li>Lightweight </li></ul><ul><li>Flexible </li></ul><ul><li>High...
Logo <ul><li>Colour scheme in line with current company image </li></ul><ul><li>Font size and style relate to Nike </li></...
Is there a market for  Pro Kev ? <ul><li>Cricket injuries </li></ul><ul><ul><li>53.4% to upper limbs and trunk </li></ul><...
Competitors <ul><li>Gray Nicholls </li></ul><ul><li>Kookaburra </li></ul><ul><li>Slazenger </li></ul><ul><li>Puma </li></u...
Thoughts from county sides David Mercer, Bedfordshire CC “ … players do complain of bulkiness of current padding out there...
Thoughts from ECB <ul><li>Kim Parker says, </li></ul><ul><li>Licensing Manager - ECB </li></ul>“ Yes, we agree that there ...
Testing of product <ul><li>Protection </li></ul><ul><li>Lightweight </li></ul><ul><li>Flexibility </li></ul><ul><li>Breath...
Flexibility  <ul><li>Extremely important for batting </li></ul><ul><li>Movements and confidence unaffected </li></ul><ul><...
Breathability  <ul><li>Vitally important for skin to breathe in hot and humid conditions </li></ul><ul><li>Increase oxygen...
Video
Suggested Communications Strategy <ul><li>Media Kit </li></ul><ul><ul><li>Media Release  1  and  2 </li></ul></ul><ul><ul>...
Advertising <ul><li>Endorsements </li></ul><ul><li>Publications </li></ul><ul><li>Internet </li></ul><ul><li>Media </li></...
Hoardings
Webpage Design
Finance <ul><li>Spreadsheet </li></ul>
Proposal <ul><li>Taking into account </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><...
Opportunities for Growth NEW PRODUCT DEVELOPMENT MATURITY SATURATION DECLINE GROWTH INTRODUCTION S A L E S T I M E 6 month...
Sustainability <ul><li>Market Development </li></ul><ul><ul><li>Amateur players </li></ul></ul><ul><ul><li>Grass roots </l...
Nike has arrived at the crease “… inspiration and innovation…”
Bibliography <ul><li>BNet Research Center (2001) Just buy it: Nike advertising aimed at glamour readers, a critical femini...
Bibliography <ul><li>Gregory, A (2004)  Public Relations in Practice.  2 nd  ed. London, Kogan Page. </li></ul><ul><li>Gre...
Bibliography <ul><li>Reilly, T (1981)  Sports injuries and sports injuries . London, Faber and Faber Ltd. </li></ul><ul><l...
<ul><li>Any questions? </li></ul>
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Pro Kev

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Pro Kev

  1. 1. Crack the cricketing market… Jeni Allsopp Andrew Alty Hattie Camp Jonny Coxon Emma Haworth Rob Norris Arnes Pobric Luke Presswell Carolyn Reid Mathew Stone
  2. 2. If only padding up… <ul><li>http://www.youtube.com/watch?v=DrjTNY3li0k </li></ul>… was this easy!
  3. 3. Nike “…inspiration and innovation…” <ul><li>Your Mission Statement </li></ul><ul><li>Your Marketing Mix </li></ul><ul><li>Your Current Cricket Apparel </li></ul>Manoeuvre into the gap in the market
  4. 4. Product idea <ul><li>Global sports company </li></ul><ul><li>Expand & Dominate </li></ul>Pro Kev Body Protector Incorporating one of Nike’s most famous products - Nike Pro - with an exciting twist
  5. 5. Product Design <ul><li>3 different pads </li></ul><ul><li>Protecting left arm and left rib cage of batsman </li></ul><ul><li>Flexibility with protection </li></ul><ul><li>Manoeuvrability as no padding on the left elbow </li></ul>Right-hand batsman
  6. 6. Design specifications <ul><li>Nike Pro </li></ul><ul><ul><li>Dri-FIT </li></ul></ul><ul><ul><ul><li>74% polyester </li></ul></ul></ul><ul><ul><ul><li>14% nylon </li></ul></ul></ul><ul><ul><ul><li>12% elastane jersey </li></ul></ul></ul><ul><li>Kevlar ® Comfort XLT ™ </li></ul><ul><ul><li>Light, strong para-aramid synthetic fibre </li></ul></ul><ul><ul><li>25% lighter </li></ul></ul><ul><ul><li>Freedom of movement </li></ul></ul>
  7. 7. Kevlar <ul><li>Very strong synthetic fibre </li></ul><ul><li>Lightweight </li></ul><ul><li>Flexible </li></ul><ul><li>High strength to weight ratio </li></ul><ul><li> “ 5 times stronger than steel on an equal weight basis” </li></ul><ul><li>Various forms </li></ul><ul><li>Suitable for all weather conditions </li></ul>Most suitable product to use would be Kevlar ® Comfort XLT ™ or Kevlar ® KM2 ®
  8. 8. Logo <ul><li>Colour scheme in line with current company image </li></ul><ul><li>Font size and style relate to Nike </li></ul><ul><li>Simple but affective </li></ul>
  9. 9. Is there a market for Pro Kev ? <ul><li>Cricket injuries </li></ul><ul><ul><li>53.4% to upper limbs and trunk </li></ul></ul><ul><ul><li>17.1% incurred by batsmen </li></ul></ul><ul><ul><ul><li>Direct Impact </li></ul></ul></ul><ul><li>Protective gear </li></ul><ul><ul><li>Shin pads regularly worn </li></ul></ul><ul><ul><li>Do not always wear protective clothing </li></ul></ul><ul><ul><li>ProKev built in </li></ul></ul>
  10. 10. Competitors <ul><li>Gray Nicholls </li></ul><ul><li>Kookaburra </li></ul><ul><li>Slazenger </li></ul><ul><li>Puma </li></ul><ul><li>Gunn & Moore </li></ul>Pro Kev has the capacity to lead professional cricketers into a new era in protection
  11. 11. Thoughts from county sides David Mercer, Bedfordshire CC “ … players do complain of bulkiness of current padding out there… ” Joe Skinner, Cornwall CC “ … players want to be able to play with ease and comfort… ” Mike Bailey, Gloucestershire CC “ … all players feel confident in their game when they feel protected… ”
  12. 12. Thoughts from ECB <ul><li>Kim Parker says, </li></ul><ul><li>Licensing Manager - ECB </li></ul>“ Yes, we agree that there is potential for the protective item you mention ... ” 
  13. 13. Testing of product <ul><li>Protection </li></ul><ul><li>Lightweight </li></ul><ul><li>Flexibility </li></ul><ul><li>Breathable </li></ul>
  14. 14. Flexibility <ul><li>Extremely important for batting </li></ul><ul><li>Movements and confidence unaffected </li></ul><ul><li>No padding on elbow </li></ul>
  15. 15. Breathability <ul><li>Vitally important for skin to breathe in hot and humid conditions </li></ul><ul><li>Increase oxygen supply to muscles </li></ul><ul><li>Improve concentration levels </li></ul>
  16. 16. Video
  17. 17. Suggested Communications Strategy <ul><li>Media Kit </li></ul><ul><ul><li>Media Release 1 and 2 </li></ul></ul><ul><ul><li>Feature Article </li></ul></ul><ul><ul><li>Product Information Leaflet </li></ul></ul><ul><ul><li>Media Distribution List </li></ul></ul><ul><ul><li>Media Disk </li></ul></ul><ul><ul><li>Promotional Video </li></ul></ul><ul><li>Launch opportunities </li></ul>
  18. 18. Advertising <ul><li>Endorsements </li></ul><ul><li>Publications </li></ul><ul><li>Internet </li></ul><ul><li>Media </li></ul>http:// www.youtube.com/watch?v =EGOSZa0fg8Y
  19. 19. Hoardings
  20. 20. Webpage Design
  21. 21. Finance <ul><li>Spreadsheet </li></ul>
  22. 22. Proposal <ul><li>Taking into account </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Investment </li></ul></ul><ul><ul><li>Communications </li></ul></ul><ul><li>As well as potential profit for Nike </li></ul>ProKev for 10% of profits for 10 years from launch date
  23. 23. Opportunities for Growth NEW PRODUCT DEVELOPMENT MATURITY SATURATION DECLINE GROWTH INTRODUCTION S A L E S T I M E 6 months to 1 year 2 years 2 to 3 years 1 year 1 year
  24. 24. Sustainability <ul><li>Market Development </li></ul><ul><ul><li>Amateur players </li></ul></ul><ul><ul><li>Grass roots </li></ul></ul><ul><li>Product Development </li></ul><ul><ul><li>Short sleeved </li></ul></ul><ul><ul><li>Vest </li></ul></ul><ul><ul><li>Shorts </li></ul></ul><ul><ul><li>Less padding </li></ul></ul><ul><li>Diversification </li></ul><ul><ul><li>New sports eg. Hockey, Lacrosse </li></ul></ul>
  25. 25. Nike has arrived at the crease “… inspiration and innovation…”
  26. 26. Bibliography <ul><li>BNet Research Center (2001) Just buy it: Nike advertising aimed at glamour readers, a critical feminist analysis [Internet]. Available from:< http://findarticles.com/p/articles/mi_qa4007/is_200101/ai_n8943504/pg_4 > [Accessed 9 November 2007]. </li></ul><ul><li>Cricinfo (2007) Cricinfo – Advertising and Sponsorship [Internet]. Available from:< http://www.cricket.com.hk/link_to_database/MANAGEMENT/SPONSOR_CI.html > [Accessed 10 November 2007]. </li></ul><ul><li>Cricket ball on grass. (2007) [Online image] Available from:< http://upload.wikimedia.org/wikipedia/commons/4/41/Cricket_ball_on_grass.jpg > [Accessed 6 November 2007] </li></ul><ul><li>Cricket Direct (2007) Cricket Direct – cricket equipment, cricket bats and Oakley sunglasses at discount price delivery [Internet]. Available from:< http://www.cricketdirect.co.uk/> [Accessed 2 November 2007]. </li></ul><ul><li>Du Pont (2007) Welcome to Du Pont Kevlar [Internet]. Available from:< http://www2.dupont.com/Kevlar/en_US/ > [Accessed 25 October 2007]. </li></ul><ul><li>ECB (2007) Twenty20 Cup – Domestic – ECB [Internet]. Available from:< http://www.ecb.co.uk/domestic/twenty20-cup/ > [Accessed 5 November 2007] </li></ul><ul><li>ECB (2007) Twenty things to know about the Twenty20 Cup [Internet]. Available from:< http://ecb.co.uk/domestic/twenty20-cup/twenty-things-to-know-about-the-twenty20-cup,320,BP.html > [Accessed 5 November 2007] </li></ul>
  27. 27. Bibliography <ul><li>Gregory, A (2004) Public Relations in Practice. 2 nd ed. London, Kogan Page. </li></ul><ul><li>Gregory, A (2000) Planning and Managing Public Relations Campaigns, 2 nd ed. London, Kogan Page. </li></ul><ul><li>Guardian Unlimited (2007) BSkyB buys The Wisden Cricketer [Internet]. Available from:< http://www.guardian.co.uk/media/2007/apr/19/pressandpublishing.bskyb > [Accessed 10 November 2007]. </li></ul><ul><li>Guardian Unlimited (2003) Move to expand Twenty20 Cup [Internet]. Available from:< http://sport.guardian.co.uk/cricket/story/0,10069,987254,00.html > [Accessed 5 November 2007]. </li></ul><ul><li>Henry Jnr, RA (1995) Marketing Public Relations: the hows that make it work . Ames, Iowa State University Press. </li></ul><ul><li>James, M (2000) Winning New Business in PR & Marketing Consultancy… the Critical Success Factors . Hove, Policy Publications. </li></ul><ul><li>MKTX Inc. (2006) Let’s do launch [Internet]. Oregon, USA. Available from:< http:// www.mktx.com/productlaunch.htm > [Accessed 16 November 2007]. </li></ul><ul><li>Nike (2007) Nike.com [Internet]. Available from:<http://www.nike.com/g1/eu/index.jhtml?lang=1,2> [Accessed 1 November 2007]. </li></ul><ul><li>Nikebiz.com (2007) Nikebiz.com: The inside story [Internet]. Avaialable from:<http://www.nike.com/nikebiz/nikebiz.jhtml?page=0> [Accessed 12 November 2007]. </li></ul>
  28. 28. Bibliography <ul><li>Reilly, T (1981) Sports injuries and sports injuries . London, Faber and Faber Ltd. </li></ul><ul><li>The Professional Cricketer’s Association (2003) Players applaud Twenty20 Cup [Internet]. Available from:< http://www.thepca.co.uk/Players_Applaud_Twenty20_Cup.html > [Accessed 5 November 2007]. </li></ul><ul><li>The Wisden Cricketer (2005) http://www.cricinfo.com/TWG/twc-rate.pdf [Internet]. Available from:< http://www.cricinfo.com/TWG/twc-rate.pdf > [Accessed 10 November 2007]. </li></ul><ul><li>The Wisden Cricketer (2005) The Wisden Cricketer: the complete cricket magazine [Internet]. Available from:< http:// www.wisden.co.za/static/ratecard.php > [Accessed 7 November 2007]. </li></ul><ul><li>Think Inc. (2007) Think Inc – Services – uk launch ideas, new product launches, event campaigns [Internet]. London, GVG Limited. Available from:< http://www.think-inc.co.uk/serv_launches.asp > [Accessed 16 November 2007]. </li></ul><ul><li>Times Online (2007) Short game is selling out tickets, but not its soul [Internet]. Available from:< http://www.timesonline.co.uk/tol/sport/cricket/counties/article1969182.ece > [Accessed November 2007]. </li></ul><ul><li>UK Intellectual Property Office (2006) Classification of goods and services [Internet], reviewed 2 January 2007. Available from:< http://www.ipo.gov.uk/tm/t-applying/t-class/t-class-guide.htm > [Accessed 12 November 2007]. </li></ul><ul><li>Wikipedia (2007) Kevlar – Wikipedia, the free encyclopedia [Internet]. Updated 15 November 2007. Available from:< http:// en.wikipedia.org/wiki/Kevlar > [Accessed 23 October 2007]. </li></ul>
  29. 29. <ul><li>Any questions? </li></ul>

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